Women who find that their bras do not fit have World War I to blame.
According to Sue McDonald, a bra fitting specialist, who has researched the undergarment's origins, bra sizes were developed from blouse sizes based on military uniforms during World War I.
The male military uniforms-based bra sizes from World War I have measurements that are no longer suitable for today's women, the Daily Mail reported.
"While women back then were typically slimmer and may have had boyish figures, the female shape today tends to be much fuller," Atul Khanna, a consultant plastic surgeon, was quoted as saying.
Nine in 10 women surveyed said their bra was painful and two in five said their bra was uncomfortable.
A third of women also had sore shoulders and a fifth of them suffered from back or neck pain, it was found.
An expert in breast health who carried out a research on bra measuring said the cup-sizing system during old days was never designed to go above a size D.
"Our research shows that as breasts get larger, the measuring system gets less accurate," Joanna Scurr from Portsmouth University was quoted as saying.
Also, online lingerie store Zivame has announced the launch of four new TV infomercials addressing some of the most common lingerie faux pas prevalent in India.
Each infomercial will be of 10 seconds long and will be telecast for a month on leading Hindi and English general entertainment, movies, cookery and music channels.
The insights for the infomercials have been drawn from a survey conducted by Zivame to study lingerie habits of its customers as well as from customer feedback and knowledge it has gathered over the years.
Key findings include that that four out of five Indian women do not know their right size and have been wearing the wrong ones.
Women are also not aware that the life of a bra is a maximum of six months and often equate expensive lingerie with longevity.
Richa Kar, founder and CEO, Zivame, said in a statement: "Our research showed us that a large number of women are shockingly unaware of good lingerie practices. We believe it is our duty to sensitize all women about some of the basic do's and don'ts of lingerie usage, particularly given the health and wellness implications."